Panasonic Lumix G Vario 14-42mm / F3.5-5.6 ASPH. / MEGA O.I.S. : Panasonic is pleased to announce a new standard zoom interchangeable lens for Lumix G Micro System that complies with Micro Four Thirds System standard. Featuring the high mobility thanks to the ultra-compact size and light weight, the new Panasonic Lumix G Vario 14-42mm / F3.5-5.6 ASPH. / MEGA O.I.S. lens offers a versatile zoom range of 14-42mm (35mm camera equivalent: 28-84mm) suitable for a wide range of scenes from dynamic landscape to portrait. The lens system features excellent contrast at entire zoom range and the inclusion of an aspherical lens improves optical performance by minimizing distortion, even at the 28mm wide end. Adopting an inner focus system driven by a stepping motor, the superior optical design realizes outstanding smoothness to support the high speed AF system of Lumix G cameras.

New Samsung NX lenses : Samsung Electronics announces several new additions to its groundbreaking Samsung NX system lens technology, to be released throughout 2010. The original line up of a standard zoom (18-55mm OIS / F3.5-5.6), tele zoom (50-200mm OIS / F4.0-5.6) and pancake lens (30mm / F2.0) launched with the Samsung NX10 during the 2010 International Consumer Electronics Show, will be complemented by the introduction of five additional Samsung lenses through 2010. This will provide consumers with a total of eight potential lenses designed specifically for the Samsung NX camera system.

Lensbaby Fisheye optic : Lensbaby showcases at PMA 2010 a new addition to the Lensbaby Optic Swap System - the Fisheye Optic. The new Lensbaby Fisheye optic is available for use with the Lensbaby Composer and Muse. The Lensbaby Fisheye Optic allows photographers to turn their Lensbaby Composer or Muse into a fisheye lens by swapping out the installed optic and dropping the new Fisheye Optic into the lens. This optic’s six element multi-coated optical design features an ultra-wide 12mm focal length capable of capturing a 160 degree fisheye angle of view from infinity all the way down to one-inch from the front of the lens. The Lensbaby Fisheye Optic features a system of interchangeable aperture disks, with possible aperture settings ranging from f/4 to f/22.

Lensbaby Soft Focus optic : Lensbaby showcases at PMA 2010 a new addition to the Lensbaby Optic Swap System - the Soft Focus Optic. The new Lensbaby Soft Focus optic is available for use with the Lensbaby Composer and Muse. In addition, the Soft Focus Optic is compatible with the new Lensbaby Control Freak. The Lensbaby Soft Focus Optic works with Lensbaby’s Creative Effects SLR camera lenses, the Composer, Muse and Control Freak. Images created with the 50mm focal length Soft Focus Optic feature a soft and diffused appearance. The Soft Focus Optic’s multi-coated optical glass doublet creates a much flatter field of focus than previous Lensbaby optics, making this optic well-suited for a variety of soft focus applications.

Sigma 85mm HSM lens : The Sigma Corporation is pleased to announce the new Sigma 85mm F1.4 EX DG HSM. This large aperture medium telephoto lens optimized for use with digital SLR cameras features a focal length of 85mm, ensuring a natural perspective. The large aperture of F1.4 is especially ideal for portrait and low light photography. When used on digital cameras with an APS-C size image sensor, the Sigma 85mm lens effectively becomes a 127.5mm F1.4 lens. One SLD (Special Low Dispersion) glass element and one glass mold element give excellent correction for all types of aberrations and ensure superior optical performance. The Sigma 85mm lens is equipped with a rear focus system that minimizes fluctuation of aberration caused by focusing.

Sigma APO 70-200mm lens : The Sigma Corporation is pleased to announce the new Sigma APO 70-200 F2.8 EX DG OS HSM lens. This large aperture telephoto zoom lens incorporates Sigma’s original Optical Stabilizer function. The Sigma 70-200mm lens covers a medium telephoto range of focal lengths from 70mm to 200mm and has a large maximum aperture of F2.8 throughout the entire zoom range. The OS (Optical Stabilizer) function offers the use of shutter speeds approximately 4 stops slower than would otherwise be possible. For Sony and Pentax mount, the built-in OS function of this lens can be used even if the camera body is equipped with an image sensor shift anti-shake system.

Sigma APO 50-500mm lens : The Sigma Corporation is pleased to announce the new Sigma APO 50-500mm F4.5-6.3 DG OS HSM lens. This is a 10x high zoom ratio ultra telephoto zoom lens incorporating Sigma’s original Optical Stabilizer function. The Sigma 50-500mm lens covers a wide range of focal lengths from 50mm to 500mm ultra telephoto. The OS (Optical Stabilizer) function offers the use of shutter speeds approximately 4 stops slower than would otherwise be possible. For Sony and Pentax mount, the built-in OS function of this lens can be used even if the camera body is equipped with an image sensor shift anti-shake system. As compensation for camera shake is visible in the view finder, the photographer can easily check for accurate focus and ensure there is no subject movement.

Sigma 17-50mm HSM lens : Sigma announces the new Sigma 17-50mm F2.8 EX DC OS HSM lens, this large aperture standard zoom lens is designed for digital SLR cameras and incorporates Sigma’s efficient OS function. The Sigma 17-50mm is a compact lens with an overall length of just 91.8mm (3.6”). The new Sigma lens covers a focal length from 17mm wide angle and offers a large aperture of F2.8 throughout the entire zoom range, making it ideal for many types of photography such as portraiture and landscapes. The OS (Optical Stabilizer) function offers the use of shutter speeds approximately 4 stops slower than would otherwise be possible. For Sony and Pentax mount, the built-in OS function of this lens can be used even if the camera body is equipped with an image sensor shift anti-shake system.